The Challenger Customer
by Brent Adamson, Matthew Dixon, Pat Spenner and Nick Toman
The CEB team's sequel to The Challenger Sale, this time about the buying side: the average B2B purchase now involves 5.4 stakeholders who struggle to agree, so sellers should find and equip the 'mobilizer' inside the account rather than the friendly 'talker'. Data-heavy and genuinely useful for complex sales.
Read it if…
you sell into committees and deals keep dying in consensus.
See the book →
Skip it if…
you sell simple, single-decision-maker products.
Try instead: Sales EQ →
Three things you will actually use
- Consensus is the enemy; equip a mobilizer to build it.
- Commercial insight must be teachable inside the account.
- Early stakeholder alignment beats late-stage persuasion.
Do this first
For your top three opportunities, identify who is a mobilizer versus a talker or blocker.
Our verdict
Sell to the committee's mobilizer.
See the book →
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